Our latest event which took place in Harrogate earlier this week saw a panel of seasoned Yorkshire exporters share their experiences with fledgling overseas traders as well as giving tips on tackling new markets.

As the fall in the value of Sterling continues to fuel growth in international demand for British products, new exporters at the event were urged to take advantage of this trend. They were inspired by a raft of success stories from Yorkshire businesses experienced in overseas trade, such as Taylors of Harrogate and Hopkins, the Leeds-based fish and chip frying equipment supplier.

Held at Taylors‘ Harrogate head office, the event provided candid advice and explored the pros and cons of various routes to market. The options of using agents versus distributors were discussed, as well as the benefits and challenges of going down the direct sales route. The speakers considered how a business can assess which is the most appropriate route for them when exploring new markets.

International director for Taylors of Harrogate Garry Nield explained that the market for British tea is currently flourishing. The £164m turnover business has significantly grown its overseas sales in recent years with its iconic Yorkshire Tea brand proving popular in English-speaking countries such as including Australia, the US and Canada.

The company is also seeing growing interest in tea in Europe. Mr Nield explains: “It’s seen as a healthier alternative to coffee and our Taylors Tea brand is also finding new markets in diverse countries as far afield as Poland, Bahrain and the Philippines, all of which we have recently entered.”

Mr Nield also discussed why using a distributor, which buys and then distributes the products, for export sales is generally Taylors’ preferred option. “We want a long-term partner who will participate in the growth of the brand so in most cases it makes sense for us to find a good distributor. However, this is not always the case and in some territories, such as the Middle East, we’ve instead chosen to work with an agent covering multiple markets, enabling us to keep a closer eye on performance,” he said.

Managing director of Hopkins, Victoria Hopkins, which sells its catering equipment, including fish and chip frying ranges, worldwide, mainly to English speaking countries, also warned of the importance of undertaking adequate due diligence before entering into an agreement with a partner whether as a joint venture, an agent or a distributor. Hopkins is currently targetting both the the Canadian and the US markets and has approvals for both.

Director of Leeds-based Quality Bearings Online Simon Riley, and an ExportExchange patron, also shared his story. Since being established six years ago, Quality Bearings Online has become an ‘accidental exporter’ with its products initially being found through organic search by customers around the globe. Recognising the worldwide potential for its products, the business now promotes itself to English and Spanish-speaking countries globally via Google advertisements - it has seen huge growth in its exports over the last three years with overseas sales now accounting for 85% of turnover.

Sandra Corcoran of Bradford bicycle manufacturer Pennine Cycles’ emphasised that British goods are synonymous with high quality. She said: “Being British is a big selling point for us and Yorkshire is an important brand too.” Pennine Cycles, which manufactures bespoke cycle frames, has drawn customers from around the world, including Switzerland and the US.

Look out for the next ExportExchange quarterly event which will take place on 10th May – details coming soon!